?Middle East News Daily

An incredible week on my first trip back to the Middle East (we should really call it West Asia) since Covid. Lovely to catch up with old friends and colleagues over lunches and dinners, meet a host of new people and also to feel the vibrancy of these fascinating cities. Riyadh is developing by leaps and bounds - hard to believe Riyadh Metro is at last undertaking final tests before opening next month, with some really interesting new projects such as VIA Riyadh; and in amongst the mega roads and traffic - a big structural challenge to address - some well-conceived intimate spaces. Prediction: we’ll soon start to see more smaller, walkable (!) mixed-use live-play (and maybe work) regeneration projects in the existing city. Meanwhile, Dubai has come into its own as what might be called the Hong Kong of the region: the entrep?t where the world comes together. Is the Dubai Mall the single most diverse place on earth right now?

The Middle East Fashion Evolution: The Middle East isn’t just following global trends, it’s shaping them. With the fashion market growing at 7% annually, the region is emerging as a trendsetter. Countries like Saudi Arabia, Qatar, and the UAE are blending deep-rooted traditions with modern aesthetics, creating a style that’s both authentic and forward-thinking. But what’s fueling this evolution? - Visionary Investments: Initiatives like Saudi Vision 2030 and Qatar’s luxury expansion are turning fashion into a cornerstone for growth. - Cultural Shifts: Women are redefining style, leading to a surge in demand for fresh, bold designs. - Tourism Boom: Global events and growing visitor numbers are driving the appetite for high-end, regionally inspired fashion. It’s incredible to see how global brands are embracing this transformation, from tailored campaigns to exclusive collaborations. The Middle East is proving it’s more than just a market, it’s a creative powerhouse redefining the global fashion narrative.

Success isn’t a bunch of trophies. It’s stories. And on November 21 at MENA Effie Awards in Riyadh Season | ???? ?????? in Saudi Arabia, the story wrote itself. For the 11th consecutive year, since the Effies started its rankings, a company I’ve had the privilege to lead strategically has been crowned Agency of the Year and Network of the Year at the MENA Effies.? Eleven years. Strategic and creative excellence, carved out year by year, recognition by recognition. Including the #1 spot on the Global Effie by Effie Worldwide and WARC 100 Effective Indexes spread across those years. Now, let’s pause here. Because this year, it wasn’t the trophies that stood out for me. It was the people. Look at this photo. What do you see? You might see a winning team, together in achievement. But I see more. I see hands firm, not just in celebration, but in collaboration. Minds that came together, sharper than any single one alone. A team handpicked, that I've had the joy to serve with whatever knowledge I have gained over the years, to guide, to help hone skills, to challenge, to push, to drive crazy at times, and to watch evolve. And win. ?With our partners across the board. But this year, they didn’t just win. They earned. Seeing what could be achieved by them and their brains. They didn’t just lose. They learned that in this business good is never good enough. That’s the magic of this team - my Strategy Garage. Because in this business, “good” is never good enough. Here’s the truth - the scoreboard, while impressive, doesn’t define us. The work does. The grit does. The teamwork does. Because while the accolades may grow or fade with the passage of time, the lessons and the legacy won’t.? And when we hang up our boots, it won’t be the awards that speak for us, but the impact we’ve left behind.??With great partners across the board. So here’s to the wins. To the losses. To the relentless pursuit of better. And to you - my team and my Strategy Garage…. Together, we’ve achieved stuff not many do by being individually strong, unbeatable together. With generous partners across the board. We will do more. And we will do it better. Beyond Effies and awards. Grit. Victory. Collectively. Aakriti Goel Anna Sadykova Estelle Khayat Ana Júlia de Oliveira Lina Ibrahim Gemma Louise Sheridan Yara Alem Nuzeen Aziz Adrian Mutescu Fatima T. Inaan Budhiraja Mariam Samy Ghida Abdul Sater Yassin Montasser Lora Charmaine van Hooff Tasneem Cassim Nadine Matar Yasmin Shehab Dominic Sullivan Dalal Kareem Sameer Islam Jio El Wadi Anastasia Frolova Dina El-Dessouky Louis Ghrayeb Hesah Althubaiti Sarah Alayadhi Nadine Kabbara Najla Abdullatif Ali Alina Waite Maya Kusybi Celine Abboud Jade K. Elsa Chemaly Pino Fakhreddine who gave their time and brains, and everyone else from the gang who contributed and supported. And to our enablers who trusted and empowered to get these fine talents: Bassel, Bashar and Houda. Publicis Groupe Middle East